BlueSign could take some brand marketing lessons from the Rainforest Alliance #OIBiz
Super interesting brand expansion ideas. How far can they take it?
Is your focus on the core customer holding back your brand?
For anyone at Outdoor Retailer trade show, MercuryCSC Jeff Welch is leading a seminar on the risks associated with (mis)aligning your brand with the core customer. Friday, Noon, at the Marriott.
For those not attending, we’ll be live-streaming the event here and on Mercury’s Facebook page.
Joining Jeff will be Orvis Product Development Specialist Steve Hemkens, ExOfficio General Manager Steve Bendzak, and NOLS Director of Admissions and Marketing Bruce Palmer.
They will discuss their brands’ struggles and successes balancing very enthusiastic core audiences and efforts to expand into other markets.
Also, former Patagonia and Prana executive Rich Hill will resurface to discuss his new venture, Ticla, and how he is taking advantage of a clean slate to position the brand to the most broad audience possible.
See you there.
I kind of feel bad for anyone trying to compete against GoPro: “Shaun White’s Birth of a Board” (by GoProCamera)
Great spot, good idea: Nike rides coattails of Rory’s popularity to re-introduce (again) Tiger in ‘No Cup Is Safe’ (by NikeGolf)
Classic arts are always trying to reach out to a new generation of audiences. Here’s a cool collaboration between NYC Ballet and FAILE to bridge ballet to millenials.
(Source: fastcocreate.com)
Make things people want > Make people want things
“We have become consumers at the expense of being people.”
Sufian Stevens on licensing song to Red Bull for commercial (thesufjanstevensmodel5000):
Selling out never looked so good. But someone had to pay for all that Christmas confetti. Forgive me Mark Bittman. My love yet remains with yia yia + pappou, shining in perpetual light.
Perspective on how technology will continue to change the mediascape and what that means for marketing, from Faris Yakob.
Examples:
“One of the key tenets of the Media System approach is that every new channel changes the entire system. So, because YouTube exists, how we think about ‘television’ has to change. Regardless of whether or not your campaign has a digital component - the world does.”
“Digital media strips content from its distribution platform, rendering everything as ones and zeroes, which means, as all media inexorably becomes ‘digital’ it will be increasingly platform-agnostic. Content flows across what we previously thought of as channels, and different parts of the system can affect change in other parts in as-near-as-makes-no-difference-to-real time.”
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Beyond Adventure Journal
You will like this sweet new Tumblr: Beyond Adventure Journal. Promise.
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Animated stills from Mogwai’s “How to Be a Werewolf (In Thirty Century Man)”...
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My Citi Bike membership package arrived. on Flickr.
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“I hear that Saul [Bellow] is in poor shape again, attacking what he calls the American...”
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(credit: MASH SF)
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Marina Abramovic meets Ulay
“Marina Abramovic and Ulay started an intense... -
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